Late July Chips Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Boulder Canyon is the best-performing late july chips brand in July 2026, moving 50,000 units across 2 ASINs for 29.4% of Top 10 volume. Late July follows with 30,000 units (17.6%), ahead of Doritos on 20,000 units (11.8%).

Volume is spread across 8 brands, with the top three holding 58.8% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $4.17 to $8.23, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 2 ASINs forced its way in: B00NWJE9NK booked 10K units at $4.98, with ▲ 0.0% MoM change. On the growth side, B08M321392 leads positive momentum with ▲ 100.0% MoM growth on 20K units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.